hampton roads regional section...a situational analysis of tourism in the region, which highlights...

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Hampton Roads Regional Section

Introduction

As a supplement to the Virginia State Tourism Plan, this section is dedicated to the Hampton Roads region. It is strongly suggested that the

Virginia State Tourism Plan be read in conjunction with this regional section.

The key elements of this regional section include the following:

A situational analysis of tourism in the region, which highlights the key tourism products, regional strengths and challenges, competitive

considerations, and other relevant information, is presented to set the framework for the regional strategy.

Key product themes of focus are identified and applicable objectives and strategies are presented for the five plan outcomes of Products,

Pillars (infrastructure), Partnerships, Promotions, and Policies for the Hampton Roads tourism strategy.

Action steps specific to the region, which are above and beyond the actions of the state level plan are outlined.

Stakeholders proposed to be involved in implementing the plan are also identified.

Key takeaways for the Hampton Roads’ tourism development in the next five years are outlined.

Process for Findings

Numerous factors formed the basis of Hampton Roads’ tourism strategy, including the tourism industry’s own vision for the region, an inventory

and analysis of the tourism assets currently offered, input and analysis of visitor information, and an analysis of the competitive environment.

These four key areas are further described below:

Industry Vision: The industry vision served as the foundation for the region’s strategy, based on input from approximately 1,300 responses

statewide, including stakeholders from Hampton Roads through workshops, surveys, and discussions. The desire among Hampton Roads

stakeholders is to build upon the region’s coastal and historical tourism assets and further diversify its tourism asset base, including additional

family-oriented attractions, active outdoor recreation, meetings, sports, and other features.

Tourism Assets: The Hampton Roads tourism assets were analyzed by the study team. This included the current mix of tourism products such as

attractions, visitor activities, hotel inventory, natural assets and topography, industry base, and socio-cultural character. The strengths and

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challenges of the region’s current characteristics such as infrastructure, road/air accessibility, partnerships, policies, and promotions were also

discussed with numerous key stakeholders and assessed. In addition to the study team’s personal experience of Hampton Roads, other input

contributed to an understanding of the existing tourism assets, including input from tourism stakeholders, VTC databases, local tourism

marketing information/promotional information from organizations such as the Coastal Virginia Tourism Alliance, DMOs, and chambers of

commerce, existing tourism plans for Newport News, Smithfield/Isle of Wright, and Virginia Beach, tourism industry associations, tourism

industry resources, PwC resources, and others.

Consumer Perspective: Research was analyzed on a global, national, state, and regional level. This research included visitor trends, activities,

perceptions/preferences, performance indications, and emerging elements. Macro trends impacting tourism such as population and demographic

trends, GDP/GSP, unemployment rates, consumer prices, personal consumption spending, gas prices, and other factors impacting tourism in a

broad sense were also analyzed.

Sources of research related to Virginia and Hampton Roads compiled by the VTC were analyzed, which included profiles of past visitors (by

traveler type, geography, season, and activity), traveler attitude studies, and other data. Profiles of past visitors (statewide) showed activities

engaged in which are offered in Hampton Roads, seasonality, party size, spending, demographics, income levels, travel distance and patterns,

duration of trip, travel party origin, and other relevant information. Attitude studies of past and prospective travelers provided additional insight

for Hampton Roads in terms of appeal, perceptions of tourism products, activities, and destination attributes as well as other relevant hub and

spoke travel behavior and activities engaged in by past and prospective visitors to Virginia. Visitor data was also analyzed against existing tourism

assets.

Visitor insights show Hampton Roads has a high favorability rating among past and prospective travelers, particularly higher income earners and

families. It was highly rated for being good for families, its accommodations, its overall atmosphere, and for being relaxing. The region is well

recognized for warm sunny beaches and being family-friendly and historic. Virginia’s beach/ocean and the Historic Triangle area were top of

mind features. In terms of outdoor recreation, Hampton Roads offers fishing, hiking, camping, golfing, paddle sports, and biking, but these were

not rated as prominent in visitors' minds. Furthermore, the majority of visitors to Virginia are likely to visit an ocean beach as well as visit a

historical site on a future vacation. However, traffic in the region is recognized as an area for improvement.

Additional state/regional sources included data on visitor spending patterns based on economic impact data in the region, state parks attendance,

welcome center statistics, Weldon Cooper Center for Public Service, the Economic Impact of Wine and Grapes on the State of Virginia, the

Virginia Surface Transportation Plan 2035, and other sources. Examples of national and international sources include data from the United

Nations World Tourism Organization, U.S. Travel Association, Office of Travel & Tourism Industries (OTTI), MMGY Global, Outdoor Industry

Association, U.S. Culture and Heritage Travel Council, National Trust for Historic Preservation, World Food Travel Association, National Parks

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Service, Smith Travel Research (STR), America's Byways, Woods & Poole, other U.S. government sources, travel industry publications and

articles, and other relevant sources.

Competitive Perspective: To understand the offering and competitive positioning of Virginia and the Hampton Roads region, research and

analysis was conducted which evaluated destinations, product offerings, market segments, and key strengths of competition on a regional basis

and analysis of products, tourism spending, product rankings, and best practices and trends in tourism product areas on a statewide/national

basis. For the Hampton Roads, the coastal areas of Maryland, North Carolina, and South Carolina were analyzed, which included Maryland’s

Ocean City and Baltimore areas, North Carolina’s Outer Banks, and South Carolina's Myrtle Beach, Hilton Head, and Charleston. We also

analyzed additional historical areas of Philadelphia and Washington D.C. More specifically, areas of those states were analyzed for key product

strengths. While there is diversity in the region, competitive insights show that similar coastal destinations offer beaches, water-oriented outdoor

recreation, family-friendly attractions, and coastal towns with heritage and culture. The region's generally family/value destination image may

overshadow higher-end elements available, and those higher-end images may be more prominent in competitive destinations such as Charleston,

Hilton Head, and the Outer Banks. The region’s historical assets are a critical benefit for distinction, though historic Charleston, D.C. and

Philadelphia also compete for the history-seeking traveler.

Sources of this competitive information included, but were not limited to, review of tourism marketing websites/promotional information,

tourism marketing and strategic plans, tourism organization annual reports, tourism industry publications and articles, rankings, available

consumer-oriented research (statewide) which addresses competition, and tourism companies (outfitters, tour guides, etc.).

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Tourism Situation The Hampton Roads region is situated in the southeast portion of

the state along the Atlantic Ocean and the Chesapeake Bay

coastlines. The region is bisected by the James River and

connected through a number of tunnels and bridges. With its water

presence, the region offers a variety of outdoor opportunities,

including beaches, but is also well known for its history experiences

with assets region-wide and for its appeal as a value destination to

families.

The region has over 1.6 million residents. The most populous cities

include Virginia Beach (438,000), Norfolk (243,000), and

Chesapeake (220,000). Hampton Roads is a well-established

tourism destination. It accounted for over $3.9 billion in travel and

tourism expenditures in 2011 (approximately 19 percent of the

state’s overall travel and tourism expenditures), which represents

the second largest share among the regions and an increase of 6.3

percent since 2007. While Hampton Roads comprises a significant

share of the state's tourism expenditures, and expenditures have

been growing, its pace lags that of the state overall.

The region has a number of established destination marketing

organizations and recently formed the Coastal Virginia Tourism

Alliance to serve as a regional destination marketing organization

for the Hampton Roads and Eastern Shore regions. The alliance has brought together

stakeholders among the region and has synergistic potential to enhance the profile of

the region.

Visitor data was also analyzed against existing tourism assets. Visitor insights show

Hampton Roads has a high favorability rating among past and prospective travelers,

particularly higher income earners and families. It was highly rated for being good

for families, its accommodations, its overall atmosphere, and for being relaxing. The

region was well recognized for warm sunny beaches and being family-friendly and

Regional Facts:

Region Population: 1.6 million

Largest Town/city: 438,000

Border States: NC

Interstates: I-64

Commercial Airports: 2

2011 Tourism Expenditures: $3.9 billion

2007-11 Expenditure Growth: 6.3%

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historic. Virginia’s beach/ocean and the Historic Triangle area were top of mind

features. In terms of outdoor recreation, Hampton Roads offers fishing, hiking,

camping, golfing, paddle sports, and biking, but these were not rated as prominent in

visitors' minds. Furthermore, the majority of visitors to Virginia are likely to visit an

ocean beach as well as visit a historical site on a future vacation. However, traffic in

the region is recognized as an area for improvement.

History and heritage is prominent in the region and have historically served as key

visitor strengths. Well-known attractions include Colonial Williamsburg, Historic

Jamestowne, Jamestown Settlement, Yorktown Battlefield, and the Yorktown Victory

Center. Historic homes and plantations are also located throughout the region.

Historical accommodations, such as The Cavalier, Williamsburg Inn, and

Williamsburg Lodge and Colonial Houses, are available in addition to the healthy

hotel inventory across chain scales, including upscale lodging as well as resorts such

as Kingsmill Resort & Spa and vacation ownership properties. However, a cited

challenge has been visitation declines related to historical experiences, highlighting

the importance of refreshing experiences in the region.

Furthermore, the region has a strong military culture, with maritime and military

history featured at museums such as Nauticus, the Mariners' Museum, the Naval

Shipyard Museum, Virginia War Museum, and Fort Monroe, among others. In

addition, the region is home to numerous military facilities including Norfolk Naval

Base, Camp Peary, Fort Eustis, Langley Air Force Base, Naval Air Station Oceana, and

others. However, the potential closure of bases and reductions to defense spending

are economic concerns for the area.

The outdoors is another strong element which is largely tied to the area's coastlines, including the beaches, Chesapeake Bay, and its rivers. The

Virginia Beach area has nearly 30 miles of Atlantic oceanfront, a paved boardwalk, and outdoor activities such as fishing, surfing, canoeing,

kayaking, and sailing. Outdoor enthusiasts can also participate in outdoor activities in other waterfront destinations including Norfolk, Newport

News, Hampton, Chesapeake, and Portsmouth, one of the four state parks, or national attractions such as Back Bay National Wildlife Refuge,

Great Dismal Swamp National Wildlife Refuge, and Plum Tree National Wildlife Refuge. Furthermore, Williamsburg has a concentration of more

than ten golf courses including courses at Kingsmill Resort, Colonial Heritage Golf Club, Tradition Golf Club at Kiskiack, and the Golden

Horseshoe Golf Club among others. Agri-tourism opportunities also exist in the region with opportunities to leverage Virginia's ham industry,

Highlights of Regional Lures/Strengths:

Colonial, Civil War, Maritime, Military history

Historic Triangle (Williamsburg, Jamestown,

Yorktown)

Notable Cities & Towns: Virginia Beach, Norfolk,

Newport News, Portsmouth, Chesapeake, Hampton,

Smithfield, Suffolk

The Beach

State Parks: 4

Interstate connectivity and airports

Convention Centers: Hampton Roads Convention

Center, Virginia Beach Convention Center

Military presence

Viewed as a family-friendly, value destination

Regional Challenges:

Traffic congestion

Somewhat limited attraction connectivity and

perceived distance of regional destinations

Differentiation from competition in nearby, coastal

destinations

Attendance issues related to historical experiences

Coastal seasonality

Image/perception issue to overcome

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particularly through the Smithfield Ham brand. While opportunities exist year-round for visitors with diverse experiences that extend the

traditional visitor seasons such as wildlife, meetings, events, and historical attractions, Hampton Roads as a coastal destination still faces a

seasonality challenge.

Notable cities in the region include Norfolk, Virginia Beach, Portsmouth, Hampton, Williamsburg, Newport News, Smithfield, Suffolk, and others.

The region is home to a number of arts and music venues ranging from Chrysler Hall in Norfolk to the Virginia Beach Amphitheater. Cultural

entities of note include the Ferguson Center, Sandler Center, Virginia Arts Festival, Chrysler Museum of Art, Virginia Opera, Virginia Ballet,

Virginia Symphony, and the Wells Theater.

Meetings are also a strong element for the region with a number of facilities, including the Hampton Roads Convention Center, Virginia Beach

Convention Center, Williamsburg Hotel & Conference Center, Norfolk Waterside Marriott, and Founders Inn & Spa, among others, providing a

range of meeting space options for corporate and association groups. The region offers a number of meeting options, but investment to ensure

immediate areas surrounding meeting spaces offer the hotel infrastructure, destination amenities, and transportation accessibility in order to be

competitive continues to be an area for attention.

Attraction anchors such as Virginia Beach and Williamsburg at each end of the region offer family-friendly attractions. In addition to the beach,

Virginia Beach has the Virginia Beach Aquarium and Ocean Breeze Waterpark, while Williamsburg has Colonial Williamsburg, Busch Gardens,

and Water Country USA. Norfolk also has the Virginia Zoo and Portsmouth is home to the Children’s Museum of Virginia. Furthermore, while in

the region, families can attend amateur and collegiate sporting events such as the Norfolk Tides, Virginia Destroyers, and Old Dominion athletics,

or events at the Hampton Coliseum or Norfolk Scope Arena.

With Interstate 64, which connects the region with the Shenandoah Valley, and two commercial airports, the region is accessible, yet traffic

congestion is recognized as a significant challenge (including congestion on the key I-64 artery running through the region). Traffic congestion

impacts visitation within the region and diminishes the potential for cross-visitation among destinations, including other regions in the state.

This transportation challenge is a potential limiting factor for future tourism growth in the region.

While there is diversity in the region, competitive insights show that similar coastal destinations offer beaches, water-oriented outdoor recreation,

family-friendly attractions, and coastal towns with heritage and culture. The region's generally family/value destination image may overshadow

higher-end elements available, and those higher-end images may be more prominent in competitive destinations, which may include Charleston,

Hilton Head, and the Outer Banks. The region’s historical assets are a critical benefit for distinction, though historic Charleston, D.C. and

Philadelphia compete for the historic-oriented traveler. Differentiation with competitors such as Myrtle Beach which is also known for its

beaches, boardwalk, family-friendly attractions such as amusement and water parks, and meeting facilities including the Myrtle Beach Convention

Center is a competitive challenge. Urban coastal locations, such as Norfolk, also face competition from cities such as Baltimore, which has

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invested heavily in redevelopment and established a cruise tourism business larger than Norfolk. In addition, while a number of experiences are

available to visitors in a relatively concentrated area, connectivity among attractions could be enhanced. Separation of key areas by bridges and

tunnels contributes to the sense of distance between attractions.

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Hampton Roads Strategy

Product Focus Areas

Based upon research and analysis efforts described and in consideration of the tourism situation, the following are identified as the primary and

secondary areas of product focus for Hampton Roads. The key definitions below describe these areas, which form the basis of the product

objectives.

Primary theme focus: Nature & Outdoor Recreation (including beach/coastline), History & Heritage , Town/City Centers, Meetings (Meetings &

Conferences), Commercial Attractions (Family-oriented), Events

Secondary theme focus: Arts & Music, Sports, Culinary (Dining, Wineries), Industry (Military, Corporate/Business Base), Commercial

Attractions (Cruise, Higher-end)

Those product themes identified as "primary" can generally be characterized as existing or growing product areas that within the next five years

should be further developed or enhanced in an effort to serve as (or support) primary draws for the area. Those categorized as "secondary" are

areas that in the next five years may realistically need a longer time horizon to develop into a primary draw for the region. Secondary may also

indicate areas that may be more niche focused, or those that are generally complementary/auxiliary product experiences to the primary draws in

the next five years.

Key Definitions

Nature & Outdoor Recreation - Relaxing and active experiences to enjoy Virginia's scenic natural environment and outdoors, including but not

limited to driving tours, hiking, biking, paddling, boating, fishing, hunting, observing wildlife, and others. Beach experiences are included.

History & Heritage - Experiences, structures, and sites that show Virginia and U.S. history and heritage

Town/City Centers - Refers to the central area of a destination, generally a downtown or main street area

Meetings - Refers primarily to facilities that serve the meetings market such as conventions, conferences, corporate meetings, trade shows,

exhibitions, trainings/seminars, and other group events

Commercial Attractions - Refers to tourism attractions designed for user entertainment and enjoyment and may not necessarily rely heavily upon inherent destination features. For Hampton Roads, this specifically refers to the higher-end/luxury attractions, family-oriented attractions (e.g.

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theme park), and cruise. Higher-end/luxury attractions may include spas, resorts, golf courses, and other experiences with upscale elements targeted to an affluent market.

Events - May include festivals, fairs, concerts, performances, tournaments/races (running, biking, swimming, kayaking, rowing, boating/sailing,

fishing, etc.), and other events. These events serve to further enhance other product themes.

Arts & Music - Visual, performance, and craft arts experiences and music of various genres and musical heritage

Sports - Refers primarily to facilities that host sports events and tournaments, including youth, amateur, college, professional, minor league, and

motorsports

Culinary - Includes wineries, breweries, distilleries, foodie/dining, and agri/aqua-tourism

Industry - Refers to products that leverage specific industry areas in which Virginia has a base. For Hampton Roads, this definition specifically

refers to military and corporate.

In addition, it should be noted that cultural heritage refers to the cultural and social characteristics of a region that are fundamental to

evaluating a tourism destination. Culture consists of the beliefs, behaviors, objects, and other characteristics common to the members of a

particular group or society. From a tourism perspective, visitors want to experience the local culture of a destination. This includes many

components, such as art and music of the region, history, local crafts, traditions, style and types of local food, architecture, religion, and distinctive

leisure activities. These are what make the cultural heritage of Virginia “authentic.” By its very nature, culture is interpreted by visitors in many

ways. Each region will have the opportunity to further define the regional “cultural” lures, based on information in this plan.

Objectives and Strategies

Applicable objectives and strategies are presented for the five plan outcomes of Products, Pillars (infrastructure), Partnerships, Promotions, and

Policies. Following the objectives and strategies are additional action steps specific to the region which are above and beyond the actions of the

state level plan. Additional action steps should be read in conjunction with action steps of the state level plan.

Strategies in the plan are assigned a priority/timing as high or immediate action (denoted by red) and medium or mid-term action over the next

five years (denoted by blue). The categorization of high or medium is both a function of priority and timing for the region. Those categorized as

"high'" can generally be characterized as existing or growing product areas that within the next five years should be further developed or enhanced

in an effort to serve as (or support) primary draws. Those categorized as "medium" are areas that within the next five years may realistically need

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a longer time horizon to develop into a primary draw, those that may be more niche areas, or those that are generally complementary/auxiliary

product experiences to the primary draws in the next five years.

Products

Nature & Outdoor Recreation

Nature & Outdoors Objective: Visitor experiences are further developed which highlight Virginia's natural beauty and natural assets

Strategy Priority/Timing Strategy Priority/Timing

Develop, maintain, and expand outdoor trails and water trails

Seek and maintain designations for National Scenic Byways and the Virginia Scenic Byways and Scenic Drives

Continue to develop and enhance 0utdoor experiences at parks, forests, recreation areas, nature areas, and preserves

Develop and enhance accommodations related to outdoor experiences

Leverage Virginia's waterfront areas

Additional Regional Actions:

Develop new trails and leverage current trails in the region,

including the Captain John Smith Water Trail, Capital Trail, U.S.

Bicycle Route 76, and the Washington Rochambeau Revolutionary

Route National Historic Trail. Develop urban trails and those

which help to connect destinations within the region. Trails related

to National Refuge Areas should be minimally invasive, yet allow

for select motorized access.

Continue to enhance park and recreation areas for visitors,

including kid-friendly activities at state and historical parks

Continue educational and experiential features for coastal and

other wildlife experiences, including coastal wildlife tours and

whale watching opportunities

Continue to leverage waterfront areas along the James River, York

River, Elizabeth River, Chesapeake Bay, and Atlantic Ocean for

both nature-oriented and commercial activities. This region is

fortunate to have developed and undeveloped coastlines. Beach

areas and commercial waterfront areas should continue to be

improved, including those beyond Virginia Beach, with

enhancements of waterfront accommodation offerings,

restaurants, retail, entertainment, and family-friendly activities.

Plans to redevelop Norfolk's Waterside Festival Marketplace, for

example, should continue to be pursued to enhance the

attractiveness of this urban waterfront area. Coastline areas

should continue to be accessed for trails, boardwalks, piers,

lighthouses, etc. and be used to tie in other visitor themes, such as

arts and music.

Maintain water accessibility through marinas and boat slip areas

and with visibility and accessibility to guides, outfitters, etc.

Ensure improvements are clustered and concentrated in strategic

areas that complement existing offerings

Continue to maintain Colonial Parkway national byway

designation and other state recognized scenic roads

Explore outdoor-related accommodations in strategic locations.

While the region is fortunate to have a relatively strong level and

wide variety of accommodations, including those which leverage

beach and coastal areas, additional outdoor-related

accommodations such as campgrounds and cabins may be

explored in strategic locations.

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Products (continued)

History & Heritage

History & Heritage Objective: History and heritage experiences are preserved, refreshed, and expanded


Refresh history and heritage visitor experiences

Continue to connect history experiences

Invest in historic structures, sites, and attractions

Enhance historical experiences through accommodations


Invest in the refreshment of history and heritage experiences to

ensure authentic, yet interesting and entertaining experiences for

all ages. Refreshment is critical for this region, where for example,

Colonial Williamsburg has struggled with attendance in recent

years. Others such as Fort Monroe are that are undergoing

redevelopment efforts and have the opportunity for new

investment in history/heritage experiences.

Continue to invest in preservation and maintenance of historic

assets, related to colonial, Civil War, maritime, and military

history. This includes prominent historical sites as well as historic

homes, such as Colonial Williamsburg, Historic Jamestowne,

Battleship Wisconsin, James River Plantations, and Fort Monroe.

Continue to enhance historic trails, including water trails to

connect historic experiences. The Hampton Roads region has the

opportunity to tie in a variety of historic experiences through

colonial, Civil War, military, and maritime history. These should

continue to be developed on a cross-destination and cross-theme

basis. Destinations outside the region such as Richmond and the

Chesapeake Bay region could also be connected.

Continue to use the Colonial Parkway as a connector for the

Historic Triangle

Explore the development of specific military and maritime trails

Continue to utilize the historic character of the region, including

colonial, Civil War, coastal/maritime history and explore the

development of additional historic accommodations such as hotels

and B&Bs

Continue to showcase the region's history and heritage through

events and festivals as well as personifying the culture of the

region through culinary, music, arts, and other visitor themes

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Towns/City Centers

Town/City Centers Objective: Visitor experiences in town/city centers are improved to create attractive destinations


Develop and enhance outdoor experiences in the town or city center

Take steps to align with standards of the Virginia Main Street Program and National Main Street Program

Enhance town/city center areas through development of the arts

Encourage the development of enterprises that enhance and balance the town/city center's current offerings and increase vibrancy

Establish and uphold guidelines for town/city center enhancement and redevelopment

Develop transportation that allows for enhanced connectivity within and to the town/city center


Leverage coast-oriented nature of the area and continue to include

outdoor experiences in town/city areas, including green spaces,

parks, water features and plazas. Outdoor areas should display

maritime, military, history, and wildlife themes of the region. Kid-

friendly elements should also be incorporated.

Ensure works of regional artists are displayed, including those that

showcase the colonial, Civil War, military, and maritime

history/heritage, coastlines/beaches, wildlife, and iconic

representations of the area

Take steps for main street designations in strategic locations as the

region currently does not have any designations. While a number

of the towns/cities in the region are well developed such as

Norfolk, Virginia Beach, etc., others in the region have the

opportunity to further distinguish themselves through the

designation.

Enhance the mix and balance of business offerings in strategic

locations, which involves a balance of offerings in a concentrated

area, including unique dining and retail. For a well-developed

area like Virginia Beach, for example, plans for additional hotel

development to support convention business and an

entertainment center should continue to be pursued as well as

continued beachfront improvements. Further development of

nightlife experiences should also be explored in strategic locations.

Continue to enhance transportation options in the town/city

centers in the region, similar to options available such as Norfolk's

light rail, Virginia Beach's Wave trolley, and Colonial Williamsburg

shuttles

Include personal mobility options such as rentals for bikes,

Segways, golf carts, scooters etc.

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Meetings

Meetings Objective: Facilities to attract meetings (conventions, conferences, corporate meetings, trade shows, exhibitions, trainings/seminars, etc.) are built and improved to maximize economic impact and community value


Develop and expand group event facilities in strategic locations

Enhance meeting facilities through supporting elements


Continue to explore opportunities for enhanced meetings business

in strategic locations in the region. While Hampton Roads benefits

from multiple convention, conference, and convention hotels,

including the Virginia Beach Convention Center, Hampton Roads

Convention Center, the Williamsburg Hotel and Conference

Center, the Norfolk Marriott Waterside and others, opportunities

may exist to further penetrate the meetings market through

additional hotel meeting space. Opportunities to leverage

college/university facilities may exist. Efforts to develop new

space and enhance current space should continue to be studied.

Continue to explore the development of supporting amenities for

meeting facilities. Virginia Beach has pursued the development of

a headquarter hotel and entertainment center which should be

continued. Historic sites, homes, unique museums, and others

should continue to be utilized for off-site visitor options.

Commercial Attractions

Commercial Attractions Objective: Commercial attractions are increased


Explore the development of family-oriented commercial attractions

Maintain and explore expansion of cruise tourism

Explore the development of commercial attractions designed for a higher-end, luxury market


Maintain and enhance family-oriented attractions in the region,

including Busch Gardens, Virginia Zoo, Virginia Aquarium, water

parks, children's museums, and others and continue to explore

opportunities to develop complementary family attractions in a

concentrated area, which may include smaller-scale themed

developments

Continue to incorporate kid-friendly elements within existing

attractions and events, including historical attractions and events

and festivals

Explore the development of higher-end attractions. While the

region has broad family and destination appeal, additional higher-

end opportunities should continue to be explored, which may

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include a signature golf and spa resort added to Williamsburg's

concentration of golf as well as additional, coastal/beach resort,

and urban opportunities. Feasibility of these new developments

should be carefully studied.

Work with cruise companies to ensure service offerings are

maintained and explore the potential for expanded service,

additional stops for port of call, "cruises to nowhere," and smaller

scale ship rentals.

Work to mitigate impacts from new EPA rules taking effect in 2015

that will increase cruise operating costs. Seek opportunities to

shift business from the Baltimore Port during this change in the

industry

For cruise tourism, enhance destination elements related to tours,

activities, entertainment, hotels, dining, shopping,

accommodations and transportation to strengthen appeal for

cruise visitors and encourage longer stays in home port


Events

Events Objective: Events which leverage Virginia's tourism assets are created and expanded

Strategy Priority/Timing

Enhance and develop events which promote the key visitor themes


Develop and enhance signature events for the region, which

promote and reinforce key visitor themes, including history,

military, maritime, sports, and family. Examples may include

outdoor-related events such as marathons, races, boating events,

and other outdoor competitions, culinary events that feature

aquaculture of the region, arts events, and other events that

highlight the colonial, Civil War, maritime, and military history

and heritage of the region, and others.

Use events to extend visitor seasons and attract visitor seasons

during the traditional off-season

Tie in multiple visitor themes in events, where appropriate, which

may include coastal event locations, local agriculture, local artists,

music, history/heritage, and others

Continue to leverage commemoration opportunities as well as

annual opportunities to celebrate Presidents Day, Independence

Day, Veterans Day, Memorial Day, etc.

Coordinate events among multiple towns/cities in the region to

avoid duplication, and pool resources and efforts regionally to

attract major events and festivals

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Arts & Music

Arts & Music Objective: Visitor experiences related to music and arts (performance, visual, craft, etc.) are created and enriched


Develop and enhance music and performance art venues

Add art to public spaces

Enhance and develop music and art trails

Develop and enhance concentrated arts experiences


Maintain and explore enhancement of the region's performing

arts, visual arts, and music venues to continue to attract artists,

musicians, and events. Explore the development of additional

facilities in strategic locations, which does not replicate

development in neighboring towns/cities.

Explore the development of art trails, which connect destinations

in the region for visual arts

Ensure works of regional artists are displayed, including those that

showcase the colonial, Civil War, military, and maritime

history/heritage, coastlines/beaches, wildlife, and iconic

representations of the area

Continue to develop arts and cultural districts

Use events and festivals to raise the profile of arts and music of the

region, including seasonal event experiences

Sports

Sports Objective: Facilities for participant and spectator sporting events are enhanced and developed


Develop and enhance youth and amateur athletic facilities Develop and enhance spectator sport facilities for minor or

professional sports

Develop and enhance college and elite athletic facilities


Explore further development and enhancement of youth/amateur

sports facilities to continue to penetrate the sports market. This

may include investment in maintenance of fields, facilities, and

marquee venues, field expansion, and complementary sport

facility development.

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Continue to leverage family-friendly and value-oriented

destination features of the region to attract youth/amateur events

Continue to leverage visitor opportunities from college athletics,

including Old Dominion and the College of William and Mary,

related to visiting teams, fans, and family members and encourage

facility enhancement, as needed, to ensure continued sports

program strength

Maintain facilities for Norfolk Tides and Virginia Destroyers

Continue to pursue opportunities to attract professional sports

teams, such as an NBA team. A professional franchise has the

opportunity to raise the profile and visibility of the region and

benefit tourism. However, feasibility related to new arena

development and the estimated impact on tourism should be

studied.


Culinary

Culinary Objective: Culinary visitor experiences (wineries, agri-tourism, dining, etc.) are established and expanded


Expand wine tourism experiences Build reputation as a destination for dining and continue to

develop unique restaurant experiences

Develop tourism related to Virginia's growing breweries and distilleries

Develop and expand trails to enhance culinary experiences

Develop and enhance visitor experiences related to Virginia's agriculture and aquaculture products


Maintain winery opportunities in the region and enhance winery

experiences through expanded visitor opportunities on-site such

as B&B, food service, retail, arts, events, etc.

Explore the development of brewery experiences as these

experiences emerge for Virginia across the state and enhance on-

site experiences such as food service, retail, arts, events, etc.

Explore the development of aquaculture opportunities with the

vast coastline of the region. With visitor concentration in the

region, aquaculture opportunities for visitors may help to raise the

profile elsewhere in the state.

Continue to develop agriculture and farmer market experiences in

the region with on-site opportunities for B&B, food service, retail,

arts, events, etc.

Build distinctive dining experiences in the region, leveraging the

beach and coastal locations through seafood

Leverage wine, brewery, and agriculture to build and enhance

culinary experiences in the region through cross-theme trails that

connect destinations in the region

Continue to use events and festivals as a platform to enhance the

culinary profile of the region, tying in heritage, arts, music, and

other visitor themes

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Industry

Industry Objective: Other visitor experiences, which leverage Virginia's economic strengths and specialized industries are enhanced and created


Leverage military assets

Leverage strong corporate and business base


Leverage military assets and heritage in the region. Use master-

planning opportunity to further enhance Fort Monroe and connect

military experiences (heritage and current assets) in the region

through military-themed trail.

Continue air show events and explore use of naval ships for

hosting special events, including sports events, attracting military

personnel, veterans, residents, and tourists

Continue to leverage military presence in attracting reunions to

further enhance group business. Attractions should explore

creation or expansion of facilities that may accommodate group

business, including facilities for group/tour function, reunion

events, social functions, etc. as well as ensuring parking

infrastructure available for tour buses, RVs, large vehicles, etc.

Explore educational and experiential attractions, which may

include tours of active assets, interactive museums and exhibits,

events of celebration and commemoration, hands-on experiences

with old equipment and vehicles (in a kid-friendly manner),

opportunities to meet and interact with soldiers and veterans, and

development of military experiences, such as simulated training

camps and war games

Continue to leverage and support the corporate and business base

in the region. This includes corporate, industrial, military, and

Department of Defense business which drives business visitation.

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Pillars


Transportation Objective: Strategies to improve transportation are developed and executed

Initiate concerted strategy to improve road transportation for tourism

Explore increased air access, rail, and mass transit for strategic locations

Wayfinding Objective: Visitor wayfinding is improved

Ensure signage and visitor information is visible and available through multiple points

Invest in technology infrastructure (Wi-Fi, cell reception, GPS, etc.)

Reinforce community sense of place

Education & Training Objective: Tourism education and training programs are continued and enhanced

Enhance training and education of tourism workforce Ensure tourism education programs are continued for

students

Research Objective: Tourism research is available which supports tourism development and marketing initiatives

Continue to engage in or obtain research on visitors

Additional Pillar Action Steps:

As a region, ensure tourism stakeholders are involved with other

regional leaders in transportation planning initiatives, including

improvements or expansions of bridges, tunnels, and highways as

a means to alleviate traffic. Traffic congestion is a significant issue

for the region, including congestion on the key I-64 artery running

through the region. It is important for tourism that transportation

plans which will improve the visitor experience and resident

quality of life are addressed expeditiously and with cohesive

support from tourism stakeholders.

Prioritize road plans of VDOT and local transportation authorities

anticipated to have strongest impacts and benefits on tourism and

work with transportation and government leaders to achieve

benefits for tourism and project completions

Work with airport and airline leaders to explore opportunity for

additional air access given reductions in flight service that have

occurred with the AirTran/Southwest merger, including new

routes, emphasis on existing routes, etc. and opportunities to

incorporate marketing strategies

Continue to explore expansion of light rail options in downtown

Norfolk and those that connect destinations in the region such as

Virginia Beach to Norfolk as a means to ease up congestion

Explore additional rail and high speed rail options as ways to ease

up congestion. Proposed projects include the I-95/I-64 Intercity

Passenger Rail Project and the Southeast High Speed Rail Project.

Explore opportunities to increase use of ferry transportation and

ensure visitors are aware of such alternatives

Continue to provide visitors with information on transportation

alternatives through numerous channels such as mobile devices,

visitor center staff, maps, and other means

As a region, ensure tourism stakeholders come together to work

with VDOT related to signage issues

Pursue opportunities to refine the sense of place that visitors may

have when traveling across the region. With numerous towns and

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cities in close proximity, the aesthetic feel of these localities may

blend, lessening community distinction. As such, opportunities to

further brand individual destinations through signage,

landscaping, arts, architecture and other means should be

explored.

Continue to engage in research efforts that explore topics such as

cross-visitation studies between various localities in the region,

and understanding past and potential visitor needs and preference

for elements which may improve the visitor experience, such as

increased attraction quality, alternative transportation options,

and improved hotel accommodations

Partnerships


Tourism Organizations Objective: Organizations to lead tourism initiatives are strengthened or formed

Create and strengthen tourism organizations

Government Objective: Collaboration among government organizations at the local, state, and federal levels for tourism initiatives is improved

Increase communication, planning, and coordination among government entities

Connectivity Objective: Connectivity among tourism attractions, businesses, and destinations is improved through partnering

Develop and enhance communication and partnering among Virginia tourism industry stakeholders

Increase coordination and collaboration among stakeholders that share interests in tourism assets outside of Virginia

Additional Partnership Action Steps:

Continue Coastal Virginia Tourism Alliance to unite the region

with regional branding and marketing efforts. Consider expansion

to include other coastal areas such as the Chesapeake Bay region,

including the Middle Peninsula and Northern Neck.

Continue to improve intra-government communication among the

multiple destinations as stakeholders work as a region with VDOT

to address transportation and signage solutions and stakeholders

address other tourism initiatives

Continue to package attractions similar to group ticketing

packages offered through Historic Triangle attractions. Seek

opportunities for attraction packaging among destinations in the

region as well as other proximate areas, which may include

Richmond.

Continue collaboration with the private sector for economic

development efforts such as new hotel, conference center, and

entertainment areas (includes proposed developments in Virginia

Beach and Norfolk)

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Promotions

Strategy Priority/Timing Strategy Priority/Timing Government, Business & Resident Objective: Efforts to promote and educate government leaders, the business community, and residents on tourism initiatives and benefits are continued

Communicate and inform local and state government officials on tourism benefits and initiatives

Communicate and inform tourism industry stakeholders, including partners, the business community, and residents on tourism initiatives and benefits

Economic Development Objective: Tourism promotion efforts for economic development are enhanced Enhance promotion of Virginia to potential tourism investors, businesses, and developers to generate economic development

Connectivity Objective: Virginia is positioned based on the lures of tourism assets with a strategy to improve connectivity among destinations, attractions, and visitor themes

Enhance and create visitor itineraries and packages

Enhance and develop themed trails

High Impact Markets Objective: Visitor markets with high impact continue to be targeted, while new markets are explored

Continue to identify and evaluate key geographic and thematic target markets for promotions

Additional Promotion Action Steps:

Develop communication plans for government officials, tourism

stakeholders, businesses, and residents and continue to educate

and inform officials on tourism benefits (qualitative and

quantitative based on research) as well as ongoing initiatives for

economic development through various means

Identify and engage key opinion leaders in the region, which may

help to serve as ambassadors for the tourism industry and aid in

the education and promotion of tourism to government leaders,

funding efforts, and development initiatives

Continue to package attractions similar to group ticketing

packages offered through Historic Triangle attractions. Seek

opportunities for attraction packaging among destinations in the

region as well as other proximate areas, which may include

Richmond.

Explore additional trail development for greater connectivity in

the region, which may include outdoor recreation trails, military-

theme trail, and others

Continue to maximize opportunities for national and international

promotion given the draw of the region with distinctive history

elements and beaches

Continue thematic promotions related to major visitor themes as

well as niche markets, such as military, wildlife, etc.

21

Policies


Funding Objective: Funding is available for tourism growth

Enforce policy for use of tourism tax revenues collected by localities

Create sustainable funding policies for tourism marketing and development for communities

Tourism Policies and Programs for Assistance Objective: Tourism policies and programs which provide assistance for growth and development are enhanced

Continue and enhance programs which support tourism marketing

Continue to evaluate policies which encourage an attractive tourism business environment

Continue and explore improvements for programs which support tourism product development

Educate public and private sector stakeholders on legislative policies and programs impacting tourism

Explore establishment of assistance program for tourism businesses

Tourism Policy for Government Objective: Policy for government cooperation is created to assist and support the tourism industry Establish policy for cooperative guidelines and arrangements for cohesive government approach to the tourism industry

Preservation Objective: Policies and programs designed to preserve historical, cultural, and natural assets are maintained

Uphold policies and programs which promote sustainability and preservation of historical, cultural, and environmental assets

Additional Policies Action Steps:

Explore the development of a tourism council at the community

level in localities where policy enforcement is recognized as an

issue. The council should be comprised of public and private

stakeholders that are responsible for overseeing the use of tourism

tax revenue in the community.

Identify local liaisons or advocates which can work to address

policies and programs, including the creation of Tourism Zones

and national grant and assistance programs

Continue to explore alternative creative funding solutions to

achieve community solutions and work with local governments,

where appropriate, to secure dedicated funding that could be

reinvested for tourism marketing and development purposes.

Garnering widespread support from tourism stakeholders and an

advocacy effort of the industry will be important in influencing

government leaders. For tourism development, the formation of a

tourism development fund at a local level could be explored.

Explore the development of tourism business assistance programs,

such as incubators, through local governments, small business

administrations, and economic development departments, as

appropriate, to seek support and assistance for tourism businesses

Continue to evaluate business policies, ordinances, codes, etc. at

the local level that may impact visitation and tourism business

growth. Local policies and their enforcement may vary throughout

the state, and it is critical for local stakeholders to collaborate on

efforts to create or amend policies which will positively impact

tourism.

Continue to engage in preservation and sustainability efforts at the

local level, regarding historical, cultural, and environmental assets,

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including seeking Virginia Green Certifications and LEED

certifications for new development

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Key Stakeholders

The below list of regional and universal stakeholders illustrates the types of stakeholder groups that may be involved in implementing the State

Tourism Plan and the region’s strategies and action steps. The lists are comprehensive, but not necessaily exhaustive. In addition, regional

stakeholders include local and regional government offices, economic development offices and planning district commissions. The list of regional

stakeholders highlights organizations specific to Hampton Roads, including those organizations identified as having tourism marketing

representatives, while universal stakeholders includes a broader list comprised of key organization types, statewide organizations, state

government entities, and federal organizations.

Regional

Charles City County

Chesapeake Convention & Visitors Bureau

City of Portsmouth Department of Marketing

and Communications

City of Suffolk Division of Tourism

Coastal Virginia Tourism Alliance

Greater Williamsburg Chamber & Tourism

Alliance

Hampton Convention & Visitors Bureau

Isle of Wight, Smithfield, Windsor Chamber

of Commerce

Newport News Tourism Development Office

Smithfield & Isle of Wight Convention &

Visitors Bureau

Surry County Administrative Office

Virginia Beach Convention and Visitors

Bureau

Visit Norfolk

York County Tourism Development

Universal

Art/Music Programs

Artisan Center of Virginia

Attraction Management

Chambers of Commerce

Colleges (including community)/Universities

Council on Virginia’s Future

Department of Agriculture and Consumer

Services

Department of Business Assistance

Department of Conservation & Recreation

Department of Environmental Quality

Department of Forestry

Department of Gaming & Inland Fisheries

Department of Historic Resources

Department of Housing & Community

Development

Department of Rail and Public

Transportation

Department of Transportation

Destination Marketing Organizations

Downtown Development Associations

Educational Institutions

Environmental Organizations

History Foundations/Non-Profit

Organizations

Horse Breed Associations

Hospitality Associations

Keep Virginia Beautiful

Local Arts Organizations

Local Downtown Development Associations

Local Government (Town/City/County)

Military Associations

National Park Service

National Refuge Service

National Trust for Historic Preservation

Non-Profit Arts & Music Organizations

Non-Profit Organizations

Planning District Commissions

Preservation Virginia

Private Businesses

Sports Associations

State Government Departments

State Legislators

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Urban Forest Council

Virginia Association of Convention and

Visitor Bureaus

Virginia Business Incubation Association

Virginia Chamber of Commerce

Virginia Commission for the Arts

Virginia Community Development

Corporation

Virginia Downtown Development Association

Virginia Economic Development Partnership

Virginia Farm Bureau

Virginia General Assembly

Virginia Green

Virginia Historical Society

Virginia Horse Shows Association

Virginia Hospitality & Travel Association

Virginia Marine Resources Commission

Virginia Music Associations

Virginia Tech Community Design Assistance

Center

Virginia Tourism Corporation

Virginia Wine Board

Virginia Wine Marketing Office

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Regional Strategy Takeaways

It is the combination of tourism products which create a destination, and as such, these

combined strategies are meant to build Hampton Roads as a destination in a

sustainable manner and maintain the character and authenticity of the region. The

strategies outlined are intended to build upon Hampton Roads’ core strengths, enhance

visitor experiences, and ultimately enable the region to increase tourism. When unique

and genuine tourism experiences are connected or clustered in offering, destination

appeal and strength is increased, allowing the region to compete more effectively

against other destinations. Hampton Roads has the opportunity to do just this by

growing its tourism asset base and connecting visitor experiences to increase tourism

and enhance competitiveness.

Hampton Roads has the opportunity to build upon its tourism assets and diversify its

tourism base in the region combining beach and coastal experiences, urban

destinations and small towns, history and heritage attractions, and a variety of other

visitor activities in a family-friendly environment. The waterfront with coastlines and

beaches will continue to be a standout feature for the region with potential to further

leverage destination offerings for family-oriented attractions, youth sports, and

meetings. Coastal recreation, waterfront activities, and nature experiences blended

with arts, music, museums, and other attractions in more urban areas further add to

the regional appeal. The region’s rich history, ranging from the Historic Triangle as

well as military heritage throughout the area, increase the depth of the visitor

experiences that help to set it apart from other coastal destinations. Integrating and

further connecting these visitor experiences will be an important competitive

differentiation element as the combination of the outdoors, history, and other visitor

attractions increases the strength of Hampton Roads as a destination.

High-Level Regional Takeaways:

Leverage history and outdoors, including the

beaches and coastlines of the region as unifying

themes, enhancing coastal and interactive history

experiences

Continue to improve transportation options for

visitors and residents through mass transit and road

transportation improvements

Develop complementary products which diversify

the tourism bases as well as signature experiences,

including those that extend visitor seasons,

including family-oriented experiences and events

Cluster new development and enhance connectivity

Maintain character and authenticity and create new

development in a sustainable manner

Continue to collaborate regionally through Coastal

Virginia

hampton roads regional section...a situational analysis of tourism in the region, which highlights...

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